Bacardi GTR celebrates 180 years of Dewar’s with Fire Horse Lunar New Year 2026 campaign

Bacardi Global Travel Retail (GTR) has launched a major multi-market Lunar New Year (LNY) activation for Dewar’s.

The initiative marks two occasions: the 2026 Year of the Fire Horse and the brand’s 180th anniversary, dating back to its founding by John Dewar in 1846, also a Fire Horse year.

This year’s Dewar’s LNY campaign is inspired by the Fire Horse qualities of determination, passion and commitment to excellence. These attributes echo the values that have made Dewar’s what it is today: “the world’s most awarded blended Scotch whisky”.

Inviting consumers to celebrate with Dewar’s, the campaign is now running on-pack on the Dewar’s Double Double range across more than 25 markets globally. High-profile activations during January and February 2026 at key Asian airport hubs include Kuala Lumpur, Singapore Changi and Taiwan Taoyuan.

The initiative’s overarching aim is threefold: to drive brand awareness, elevate consumer perception of DEWAR’S and recruit new consumers purchasing either for self-consumption or gifting.

Central to the 2026 program is a travel-exclusive limited-edition Lunar New Year sleeve showcased across the Dewar’s Double Double range. Drawing on the brand’s 180-year heritage and its Fire Horse association, the design features a prancing horse with a fiery, flowing mane and tail, set against a striking red and gold palette. The design is inspired by intricate artistry and traditional Chinese New Year motifs, creating a sophisticated celebration of craftsmanship and cultural richness.

Retailers are supported by an extensive suite of merchandising assets, including bottle glorifiers, key visuals, posters, gondolas and shelf displays, all designed to reinforce Dewar’s prestige credentials and encourage trade-up purchases. In addition to these physical elements, the campaign features sampling programs, retail ambassador advocacy and an interactive flavor wheel, giving travelers the opportunity to learn about the unique  four-stage whisky maturation process behind the Dewar’s Double Double range.

In the digital realm, updated omnichannel assets spanning DOOH, in-store digital content and retailer ecommerce platforms deliver consistent brand messaging and enhance campaign visibility.

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail, said, “2026 is the 180th anniversary of Dewar’s and we are delighted to celebrate this significant milestone during Lunar New Year with a vibrant campaign across key Asian markets. Our enduring dedication to craftsmanship has seen Dewar’s recognized as the World’s Most Awarded Blended Scotch Whisky, making it the ideal choice when bringing loved ones together to celebrate this special occasion and raise a glass to the future.

“With our striking, limited edition Lunar New Year gift sleeves, premium merchandising and engaging brand experiences, we aim to strengthen the cultural significance of Dewar’s and enhance the impact of the Dewar’s Double Double collection in busy airport locations, driving us forward in our pursuit to establish Dewar’s as one of the top three premium blended whisky brands.”

The Chinese Lunar New Year holiday remains the pre-eminent gifting opportunity in travel retail. In February 2025, the China Tourism Academy reported that around 3.78 million outbound trips were made over the holiday period in 2025, of which over 900,000 were to destinations outside Greater China. Travel for the 2026 period is expected to be at a similar level.